AI to Bridge the gap between TV and Digital Devices in Real Time

AI to Bridge the gap between TV and Digital Devices in Real Time

  01:58    Silver Push

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The scenarios have changed! Today when someone watches television, he or she is also glued to their smartphones that are constantly in their hands. Thus, creating some serious challenges for the marketers, who despite spending too much cost on TV ads are not being able to reach their potential customers in real time. Capturing the viewers' attention when it shifts from one screen to another in real time is the prime target for advertisers and marketers. This is where SilverPush steps in. Founded in 2012, SilverPush helps brands reach their target audience in real time by real-time TV tracking and synchronization from Tv to digital through contextual marketing.

SilverPush intends to expand in Southeast Asia to help the brands operating there, facing the problem of reaching their multi-screening clients effectively with digital contextual advertising on multiple screening platforms. Kartik Mehta, CRO of SilverPush, said in one of his interviews that Southeast Asia has become SilverPush’s topmost priority as it has become one of the top leagues of the world with one of the world’s highest internet and mobile penetration rates. A report released by ‘We are Social and Hootsuite, the internet penetration rate of Southeast Asia was 58% as compared to the world average of 55%.

In-video Contextual Ads

SilverPush has expanded from India to 12 different countries when it first entered this market in 2017 and began operations in Thailand. Some very big brand names like Unilever, Nestle, KFC, Coca-Cola, Samsung, Ford, and also, some regional brands have been associated as clients with SilverPush. For a very long time TV has been the dominant platform for the advertisers to reach out to their customers. But, now the gap between smartphones and the TV has been narrowed, making it a challenge for the advertisers to reach their potential clients in real time. The ‘TV Sync’ technology was pioneered by SilverPush in India, three years ago. SilverPush has also patented video fingerprinting and content recognition technology. SilverPush’s real aim is to further develop real time solutions and help brands create contextual video ads and normal ads, to raise audience engagement.

Contextual Marketing Platform

According to SilverPush, the real challenge for the brands today is where to put their resources like money, time and people. The immense amount of money spent on TV ads today, doesn’t seem as effective as it used to a few years back. Zenith, a multinational media specialist has predicted that according to them mobile advertising will overtake TV by 2021, with the current growth rate of 21% every year, and since smartphones have become the first point of online access for millions of users, this prediction could possibly be true. Whenever a commercial comes up on television, the viewers quickly shift their eyeballs from the TV to their mobile phones. This is where SilverPush uses the data along with the AI and connects the advertisement seen by the consumers on the TV to an engagement option on the viewers’ mobile phones at the right time, in the form of an interactive advertisement or a content that the viewers can share on social media. This is the ‘Moment Marketing Strategy’.

To provide insights about this technology, Mr. Mehta explained that AI detects ‘triggers’ on TV like when a team scores a goal, AI driven video context detection, will select pre-prepared social media messages with client representations like logos, etc to help the brands be there when the viewers interact with the triggers.

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AI to Bridge the gap between TV and Digital Devices in Real Time

AI to Bridge the gap between TV and Digital Devices in Real Time

  00:22    Silver Push

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The scenarios have changed! Today when someone watches television, he or she is also glued to their smartphones that are constantly in their hands. Thus, creating some serious challenges for the marketers, who despite spending too much cost on TV ads are not being able to reach their potential customers in real time.  Capturing the viewers' attention when it shifts from one screen to another in real time is the prime target for advertisers and marketers. This is where SilverPush steps in. Founded in 2012, SilverPush helps brands reach their target audience in real time by real-time TV tracking and synchronization from Tv to digital through contextual marketing.

Contextual Video Ads

SilverPush intends to expand in Southeast Asia to help the brands operating there, facing the problem of reaching their multi-screening clients effectively with digital contextual advertising on multiple screening platforms. Kartik Mehta, CRO of SilverPush, said in one of his interviews that Southeast Asia has become SilverPush’s topmost priority as it has become one of the top leagues of the world with one of the world’s highest internet and mobile penetration rates. A report released by ‘We are Social and Hootsuite, the internet penetration rate of Southeast Asia was 58% as compared to the world average of 55%.

SilverPush has expanded from India to 12 different countries when it first entered this market in 2017 and began operations in Thailand. Some very big brand names like Unilever, Nestle, KFC, Coca-Cola, Samsung, Ford, and also, some regional brands have been associated as clients with SilverPush. For a very long time TV has been the dominant platform for the advertisers to reach out to their customers. But, now the gap between smartphones and the TV has been narrowed, making it a challenge for the advertisers to reach their potential clients in real time. The ‘TV Sync’ technology was pioneered by SilverPush in India, three years ago. SilverPush has also patented video fingerprinting and content recognition technology. SilverPush’s real aim is to further develop real time solutions and help brands create contextual video ads and normal ads, to raise audience engagement.

Digital Contextual Advertising

According to SilverPush, the real challenge for the brands today is where to put their resources like money, time and people. The immense amount of money spent on TV ads today, doesn’t seem as effective as it used to a few years back. Zenith, a multinational media specialist has predicted that according to them mobile advertising will overtake TV by 2021, with the current growth rate of 21% every year, and since smartphones have become the first point of online access for millions of users, this prediction could possibly be true. Whenever a commercial comes up on television, the viewers quickly shift their eyeballs from the TV to their mobile phones. This is where SilverPush uses the data along with the AI and connects the advertisement seen by the consumers on the TV to an engagement option on the viewers’ mobile phones at the right time, in the form of an interactive advertisement or a content that the viewers can share on social media. This is the ‘Moment Marketing Strategy’.

To provide insights about this technology, Mr. Mehta explained that AI detects ‘triggers’ on TV like when a team scores a goal, AI driven video context detection, will select pre-prepared social media messages with client representations like logos, etc to help the brands be there when the viewers interact with the triggers. 

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Marketing Trends that Will Drive Strategies & Media Planning in 2019

Marketing Trends that Will Drive Strategies & Media Planning in 2019

  23:26    Silver Push

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As the world moves to a never-ending binge video watching spree, the marketers are finding it harder than ever to reach their audience, without being perceived as irritating or intrusive.  It’s a fact that video is here to stay and no one knows it better than people in South East Asia, as the region has become the playground of OTT content providers and everyone is hyper social, with Malaysia leading the charts of social media frenzy. As per global reports, Malaysians have more than 3 social media accounts and consume video media the most in the entire region. In other words, contextual video targeting, is the only way forward for brands to connect with their hyper busy audience.

Contextual Advertising

This scenario is making the brands look for alternatives to traditional digital marketing & technology that makes their communication not an intrusion, but be aligned with user’s interest. So, ultimately the user’s concern & interest are at the forefront of marketing strategies for every global & local brand in South-East Asia, which soon will be the case globally.  And, this is where the technology comes to the rescue again. The opinion of Kartik Mehta, Chief Revenue Officer at AI driven marketing platform SilverPush, who are one of the leading contextual advertising companies in the world, echoes the importance of Artificial Intelligence in marketing. Talking about 2019 trends he said, USA has seen the problem of cord-cutting the most, followed by South East Asia, which only calls for contextual advertising, that respects user’s privacy and add to their interest.

In-video Contextual Ads

To summarize, advertorial communications have to be contextually sound or it all will be ineffective to drive home their point, which brings back the importance of Artificial Intelligence to solver this $ 170 Bn global problem. And, tech powerhouses like SilverPush are pioneering  future proof tools to detect context in video content by face, logo, object and emotion detection by their patented technology, to ultimately help brands connect with their audience as per their preferred media consumption habits, which is all video.

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Digital Campaigns in Sync with TV Content

Digital Campaigns in Sync with TV Content

  04:14    Silver Push

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Philippines, a country where the maximum number of people are still inclined towards linear television, it becomes difficult for the advertisers to play on-demand content and connect to the users in real time. SilverPush, the India based technology firm is offering advertisers the technology to launch ott advertising in sync with Tv content. In an interview, Mr. Kartik Mehta, CRO of SilverPush said that the company has bagged brands from clients like Unilever, Unilab, and Coca-Cola, in a span of just a year and have shown exponential growth. Because the maximum number of people are consuming content from linear television, and the multi-screening phenomenon, technology companies like SilverPush can use their technology to help brands target their audience in real time.

Contextual Video Advertising

The multi-screen Tv-sync solution provided by SilverPush is based on detecting television content and then helping their clients to prompt their digital campaigns in real time. Even if Filipinos are still inclined towards watching television as compared to the other countries, they still shift their attention to their smartphones during commercials. This technology helps the clients run ott ads on digital platforms in real time when the consumer is not paying attention to television. Because of this technology, the digital advertisements that are run upon screening of particular television content can be used by the clients as a supplement for their own television commercials or as a counter message to their competitor’s commercials.

Contextual Marketing platform

SilverPush is further planning to evolve their technology to an AI based model that will help them detect the celebrities, faces, and logos shown on screen. This technology is also able to detect human emotions, helping their clients identify these moments and prompt contextual ads that provide a relevant message for the consumers. This technology is soon going to be launched in the Philippines for SilverPush’s existing and would-be clients.

SilverPush claims that the Philippines has become their hub for innovations in Southeast Asia. The solutions of contextual marketing being provided by them in evolving every day. SilverPush runs its operation in 12 countries right now and plans to expand to other countries in near future. The company has already grown 80% to 100% in the past year, and are pretty sure that they will keep on growing in the coming quarters.

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Mirrors; AI-powered context detection technology by Silverpush

Mirrors; AI-powered context detection technology by Silverpush

  23:59    Silver Push

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The world today is cluttered with advertisements making it difficult for the advertisers to target the right audience. To solve this problem, Silverpush- the leading global platform for cross-screen marketing technology has launched the company’s artificial intelligence (AI) driven context detection technology; Mirrors. Mirrors is able to identify logos, emotions, objects, and faces in the videos by using AI with computer vision. It detects the context in a video that helps the advertisers in contextual targeting. As video is predicted to become the next universal format for content, Mirrors is Silverpush’s response to the industry problem of random ads placement in videos.

Mirrors identifies objects and persons in the video content with its powerful detection technology and AI, and then assists in the implementation and placement of contextual advertising. Relevant ads are shown in context to the content that is being consumed by the people, strategically showing them the context that they might be interested in. This helps the advertisers in enhancing the user experience and targets their messages more efficiently.

contextual video ads

Mr. Kartik Mehta, Chief Revenue Officer of SilverPush, said, “Mirrors is the culmination of years of research to understand how users are engaging with brands when watching online video content. With Mirrors, we are creating endless contextual possibilities and are exploring every possible avenue to elevate the user experience for consumers; while helping established and emerging brands operating in APAC target their messages more effectively.” Mr. Mehta also added that this technology, although is a B2B solution for contextualin-video advertising right now, it can possibly reach a stage where consumer interactions start taking place, as well.

contextual marketing platform

The internet and smartphone penetration rates are rising with each passing day, letting people consume more online video acrossthe region. In this scenario, where brands are looking to interact with consumers in a better way and initiate contextual ads, Mirror’s technology will be one relevant platform for that. According to the data analytics, the forecasted worth for pay-tv and OTT video will be worth $77.4 billion by 2021.

(SilverPush has been recently awarded the Best Cross-Platform Campaign at The Drum Digital Trading Awards APAC 2018 for their work with Unilever. They also won Smarties Bronze at MMA APAC awards for Coca-Cola.) 

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Consumer Focused Marketing and Efficient Advertising with AI

Consumer Focused Marketing and Efficient Advertising with AI

  01:23    Silver Push

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Advertising has been made easier and efficient with Artificial Intelligence. Our lives are now encircled around internet, smartphones and social media. Our means to interact with each other and consume information has been transformed to a great extent and majority of it takes place through the above mentioned factors. As the machine-human interaction has been changed (thanks to the new technologies), the advertising method has to adopt a new framework of engagement, and AI is the one key solution for Digital contextual advertising.

AI is changing the dynamics of the modern advertising industry. It plays a key role in optimizing advertising campaigns and programmatic advertising by analyzing audience data, for better understanding and catering to what an individual customer needs. But the biggest question that comes up now and then is if AI really is the way for marketers and advertisers to increase maximum consumer reach and engagement and is it feasible only for the companies that can afford this technology.

Contextual In-Video Advertising

Up until this point, the dominant medium for advertisers in Asia was- Television. Advertisers spent a lot of money on TV ads to capture uninterrupted attention of consumers, who spent most of their free time in front of a TV at home. But now, since most of the customer engagement has shifted from TVs to smartphones, and more content is being obtained from across multiple platforms, advertisers need to be aligned with contextual advertising. But the shift across these dimensions can be very tricky and challenging for the advertisers, as they need to keep a balance between the quantity and the quality of content and creating effective marketing strategies. This is where AI steps in!

The prime focus of advertisers today is delivering the right content to the right audience, and since today’s internet driven eco-system is being dominated majorly by Facebook, YouTube and Google, more and more advertisers to are try to sneak into the complex algorithms of targeting the ‘right’ audience.

Contextual targeting is the prime focus of brands, so that the right and optimized content can reach the selected segment of the audience for maximum impact. AI focuses on specific range of outreach solutions, helping brands to build their contextual advertising platform, especially in today’s time where consumers expect to be served with what they need, rather than what the ‘may’ want.

AI Machine Learning

In today’s time, Artificial Intelligence is a necessity to run quality ads and reaching out to focused consumer. Even if emerging brands are looking forward to capturing a large scale of market, AI driven marketing solutions can drive wide-reaching campaigns, helping these brands to shift their focus from quantity to quality.

AI is here to create advertising campaigns in real time and its algorithms help in reaching the right audience. It has been elevated from just being savvy to necessity. There is going to be a big shift in the field of advertising from the old methods to an entirely new dimension, and that would be- Context. 

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Contextual Marketing Lessons from the Times Gone By

Contextual Marketing Lessons from the Times Gone By

  03:19    Silver Push

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Now and then, every few years a piece of cinema excites audiences from not just its entertainment value, but with some takeaways applicable to various industries or professions. 2017’s hit musical drama “The Greatest Showman Ever” turned out to be one such piece of cinema, that should be watched by every marketer, who appreciates the importance of a pop culture references during a pitch or presentation.

Contextual Video Ads

The film follows the journey of Phineas Taylor Barnum, the story of an out of job journalist in the mid-19^th century, while he establishes one of the most successful circuses of all times, by recruiting Phillip Carlyle with a pitch that was not only first of its kind, but also better than everything else seen in modern advertising industry. While the fictional character of Philip was born in aristocracy, his ambitions were unlike any of his kith & kin. PT Barnum sensed that and got him on board, after presenting his business as Philip’s launch vehicle to achieve his worldly ambitions.

Now let’s see what is one of the main concerns for advertisers nowadays, which without doubt is getting the attention of audience without coming across as a forced or intrusive approach.  Here comes the word contextual, which off-late has become the buzzword for advertorial communication as a guiding light for planning & strategies for any crucial launch or other such important instances requiring an efficient campaign. Various tools & platforms claiming to facilitate context-based campaigns are still being seen as intrusive & unwanted by users glued to their devices like smartphones, tablets & laptops.

Also, the importance of the fact, that video watching has reached at its highest in 2018, is very crucial to any contextual marketing plan or campaign. The users are either binge watching (either in sessions or for hours at a stretch) or they are simply browsing for discovering something interesting.

In such a scenario, contextual video advertising comes up as the most effective solution for every brand. But, then again comes the factor that viewers’ tendency to skip random in-video ads because of their intrusive nature, which is completely taken care of by innovative platforms like MIRRORS by SilverPush, a patented technology that tracks faces, brand logos, objects & emotions to serve contextual video ads.

Contextual Display Advertising

MIRRORS followsPT Barnum’s trick of sensing a need & then serve an ad basis that need. For e.g. a viewer watching a random video is primarily interested in it, either because of the most prominent face or the topic, both of which are aligned with MIRRORS’ core strengths of tracking face & objects to serve in-video ads. Same is the case with binge watching, where an ensemble cast & the story retains and also builds their interest. MIRRORS tracks these faces to align the ads with the viewer’s interest & ultimately make it a win-win situation for both viewers & advertisers.

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